Franklin Templeton urges investors to #AskWhatELSS

Still from the digital videoFranklin Templeton Investments has launched a digital-led integrated campaign to promote the ELSS category. ELSS, which stands for Equity Linked Savings Scheme, is a Mutual Fund that offers tax benefits under Section 80C of the Income Tax Act.

The campaign conceptualised by What’s Your Problem re-introduces the ELSS category to consumers who are largely either unaware of the category, or have invested in it but still don’t know the segment well.The campaign has been rolled out with a two digital videos, which is supported by a microsite, social media amplification and ads in the print media.

In the first digital video, people were asked about their tax saving options while making an investment. With every answer, they are additionally asked, “What ELSE?” (with the corresponding super asking – What ELSS). As the respondents run of answers, the voice and super keep questioning, “What ELSS?” till they finally get irritated and shout out loud ‘nothing else!’ The film ends with the line: 'Before you invest in tax saving instruments, #AskWhatELSS.'

Watch the video here:

In the second film, consumers were then asked about the benefits of their tax saving instruments. Quick cuts of people were recorded. Through the film a voice-over kept asking them, ‘What ELSS’ till they again said, ‘nothing else!’; the video ends with the line: 'Before you invest in tax saving instruments, #AskWhatELSS.'

Watch the video here:

Commenting on the campaign strategy, Hammad Khan, director – servicing and technology, What’s Your Problem, said, “We noticed something interesting about most of the existing investment options Right from SIP to ULIP, we realized that each category had a very clear sound mnemonic to refer to. We’ve realized that once the consumer could start naming a particular category, he got comfortable with it and eventually started investing in it. For example, S.I.Ps started becoming popular when brands and consumers started referring to them as SIPs and understood the advantages of the category. The objective was to make E.L.S.S. a part of the consumers’ conversation, and therefore a part of their consideration set.”

Amit Akali, managing partner and creative head, What’s Your Problem, added, “The arrangement of letters in ELSS, therefore naturally lent itself to the WHAT ELSE campaign thought, where the spin is on the word ELSE. On the insight front, we all universally ask for more, right from discounts while shopping, to holidays and entertainment options. This insight naturally blended in with the thought of ‘What ELSS’, where the campaign urges investors to ask ‘WHAT ELSS’ from every investment they did, and see for themselves the additional benefits they could draw out for each rupee they invested.”